Angelo Gaja asks: Is there enough Italian wine?

Angelo Gaja asks: Is there enough Italian wine?

Italy consumes and exports 45 million hectolitres of wine and produces a little more than 40.A great opportunity according to Gaja who proposes methods for making the most of the situation

by Angelo Gaja March 19th 2012

WHAT WINE IS BLOWING IN EUROPE The Italian wine market is experiencing a phase of great changes and offers different views. National consumption decreases while export increases. There are producers who have difficulty in selling and have their cellars full; others who make the most of these markets can empty their cellars. Habitual pessimisms compared to rhetorical optimism. Where does the truth stand? The figures don’t say all but help to understand.

The exportation of Italian wines practically reaches 25 million hectolitres

every year and the national consumption is just over 20: so together they create the yearly necessity of 45 million hectolitres to which must be added the requests from vinegar producers and those who require alcohol. The production in Italy according to the average figures of the last 5 years with difficulty satisfies demand. Will there be enough wine?

CAUSES WHICH CONTRIBUTE TO BALANCING THE MARKET The climatic changes and the fact that 50% of Italian vineyards are practically obsolete have contributed, but the acceleration in this process, most unexpectedly, has come from the effect of the changes in matter of laws regarding wine in Europe, laid down in Brussels and put into action on August 1st 2009.

This has been inspired by good sense, not common to find, putting an end to the enormous waste, carried out for more than 30 years in public funds destined to the destruction of excessive productions and introducing methods apt to balance out the market. The European funds, previously mostly wasted, today are destined to co-finance the promotion actions for wine producers on markets out of Europe and help the exportation take off regardless of the moments of crisis. In a short time the number of wineries who export has increate by 30%, seeing the appearance of some very small family run enterprises, encouraging them to be part of a network, to tell stories and passions connected to the territory or innovation, making them participate in the building of a more authoritative image for Italian wine.

Because of all this there are many who fell that the Italian wine market is experiencing a radical structural change, never seen before, and to face this a new cultural approach is required.

THINK DIFFERENTLY The supervision system to prevent the production of

false wine must be reinforced. It is necessary to stop thinking that our rivals are our neighbours, other Italian wine makers. It is not thinkable that the immense amount of European funds to co-finance the exportation European wines to extra-European markets will continue forever: why should the European population be taxed to reach this objective? One must learn to build company networks even with ones own funds. The National market remains the most difficult but it is precious a sit forms and builds the entrepreneurs: it is mistake to discredit or neglect it. The producers who are well positioned on the Italian market are often the same who receive good results on foreign markets. The balance between demand and offer will give everyone more responsibility but it will be a strong stimulant for producers and operators to grow, to become cleverer entrepreneurs more prepared to face the market.

Read for you by Donatella Cinelli Colombini